| 职业运动球队品牌权益建构的理论探讨 |
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| 引用本文： | 包小强,王国艳.职业运动球队品牌权益建构的理论探讨[J].体育与科学,2011,32(5). |
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| 作者姓名： | 包小强 王国艳 |
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| 作者单位： | 1. 新疆师范大学体育学院,乌鲁木齐,830000
2. 中华女子学院体育部,北京,100101 |
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| 摘 要： | 职业运动能够引起体育迷们强烈的情感反应,这一情感联系要优于其他所有产业.职业体育组织也努力利用这种情感联系来构建其品牌权益.由于职业体育产业的特殊属性,建立品牌权益的相关研究对其发展具有重要的价值.本研究提出修改自Gladden and Mline (1999)及Richelieu(2004)的职业运动球队品牌权益建构的理论模型,研究结果认为,职业运动球队可以利用其同球迷强烈的情感联系,通过有计划的品牌管理构建品牌权益,并为球队带来可持续的竞争优势与利益.
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| 关 键 词： | 职业运动 品牌 品牌权益 |
The Conceptual Consideration of the Brand Equity Construction in Professional Sports Team |
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| BAO Xiaoqiang,WANG Guoyan.The Conceptual Consideration of the Brand Equity Construction in Professional Sports Team[J].Sports & Science,2011,32(5). |
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| Authors: | BAO Xiaoqiang WANG Guoyan |
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| Institution: | BAO Xiaoqiang1,WANG Guoyan2 |
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| Abstract: | Sports teams generate an emotional response from their fans that is stronger than in any other industry.In an effort to capitalize on the emotional relationship they share with their fans,professional sports teams try to position themselves as brands.Because of the specialty of the sport industry,the research about the brand equity construction has important value.This paper puts forward the theory model of the brand equity construction which modifies from the research of Gladden and Mline(1999) and Richeli... |
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| Keywords: | Professional Sports Brand Brand Equity |
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